Title: Factors affecting consumer repurchase of university sports team merchandise

Authors: Michelle Childs; Robin Hardin; Win Koo

Addresses: Retail, Hospitality, and Tourism Management, University of Tennessee, 1213 W Cumberland Ave., Knoxville, TN 37996, USA ' Kinesiology, Recreation, and Sport Studies, University of Tennessee, 1914 Andy Holt Ave., Knoxville, TN 37996, USA ' Hospitality, Sport, and Tourism Management, Troy University, Stadium Tower 338D, Troy, AL 36117, USA

Abstract: Licensed university merchandise is a large and growing market within the USA. This research investigates the impact of consumer-related drivers and attitudes on repurchase intentions of university sports team merchandise to understand what drives repurchase behaviour in this sector. Results show that team identification influences consumers' identification through apparel and both variables directly impact consumers' repurchase intentions behaviours. Further, results indicate that consumers' attitude towards the manufacturer's brand impacts repurchase intentions and also moderates the relationship between team identification through apparel and repurchase intentions. These findings can assist product developers, retailers, and brand managers in developing more effective strategies to increase customer purchase loyalty behaviours towards licensed university merchandise.

Keywords: repurchase intentions; university sports team merchandise; team identification; team identification through apparel; manufacturer's brand attitude; sport management; sport marketing.

DOI: 10.1504/IJSMM.2019.104152

International Journal of Sport Management and Marketing, 2019 Vol.19 No.5/6, pp.389 - 406

Received: 16 Dec 2017
Accepted: 03 Sep 2018

Published online: 20 Dec 2019 *

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